India has a larger proportion of macro-influencers: AnyMind report

The AnyMind group, an end-to-end commerce enablement platform, released its annual 'State of influencer marketing in India' report for 2021. 

It details the influencer marketing space in India with an emphasis on median engagement rates and category breakdown.

The data was obtained from over 15,000 Indian influencers from AnyTag, an influencer marketing platform. This focus group was further diversified into categories like top stars, macro-influencers, micro-influencers, nano-influencers, and end-users for clarity. 

It highlighted YouTube as the most used social media platform, with 53.03% influencers on the platform amidst the rise of Instagram, which has 19.45% influencers. 

For the most ranked vertical, fashion/beauty, nano influencers with 5k to 10k followers recorded 0.33% of median engagement rates on Facebook, 6.47% on Instagram and 2.12% on YouTube. 

Whereas, micro influencers that have 10k to 100k followers from the fashion/beauty verticals recorded 0.14% of median engagement rates on Facebook, 2.74% on Instagram and 0.17% on YouTube. 

The efficacy of the influencer campaigns were recorded based on performance and awareness. The reasearch found that majority of campaigns in India's leading sectors are awareness-driven.

Key highlights: 

• YouTube is the predominant platform for total influencers and macro-influencers in India, whereas top stars equally use both YouTube and Facebook

• India has a larger proportion of macro-influencers (those with 100K to 1M followers), compared to most other Asian markets 

• 9.32% of macro-influencers will become top stars (influencers having over 1M followers), in the coming year 

• Compared to the other verticals, Influencers in the food and beverage space verticals are versatile, as they have the most proportionate usage across Facebook, Instagram and YouTube

Shuchi Sethi, India lead, AnyTag, AnyMind Group, says, “This report comprises the top verticals of influencers that are working the most in India for brands to understand and make their marketing investments, along with the most engaging social media platform. Through these insights, brands and marketers can make informed decisions on influencer marketing and educate themselves to amplify their campaigns and messaging effectively across their target audience."